Sales Lead – FMCG

About the role

Greenforest Foods Ltd is hiring a Sales Lead in Nairobi (Westlands) to manage the sales function: executing the approved sales strategy, team performance, market distribution expansion, collections and brand visibility. The role is accountable for monthly and annual sales targets, outlet coverage, credit risk and building a high-performing sales team.

Key responsibilities

• Sales strategy and targets (40%): own annual and monthly targets by value, volume, SKU and territory; develop the sales plan with territory mapping, route optimisation and channel strategy across small retail, mini-markets, supermarkets and institutions; drive primary and secondary sales and keep stock available at distributor and depot level; set monthly targets for Customer Representatives and Merchandisers and rebalance the trade mix within 18 months.
• Team leadership and performance (30%): recruit, train, develop and appraise Customer Representatives and Merchandisers; set and track KPIs such as sales, collection rate, new outlets, coverage and share of shelf; manage discipline, attrition and incentives; run weekly sales meetings and reporting policy.
• Distribution and market expansion (15%): promote opening new towns, evaluate and appoint distributors and stockists nationwide; manage Modern Trade accounts (Naivas, Quickmart, Carrefour, Chandarana) including listing, shelf space, promotions, launches and sampling; contribute to e-commerce via third-party deliveries and optimise van sales operations.
• Collections, credit and risk (10%): own cash collection and ensure zero unbanked variance; approve credit limits jointly with Finance; follow up accounts overdue more than 7 days and enforce a no-credit policy for blacklisted customers.
• Reporting, controls and market intelligence (5%): submit weekly and monthly reports to the CEO and Operations Director on sales patterns, customer feedback, competitors and market updates; track competitor pricing, promos and new products; work with Finance on stock, expiry and damage controls.

Required profile

• Bachelor's degree in Sales and Marketing, Business, Commerce or a related field; a master's degree or professional marketing certification is an added advantage.
• At least 7 years' experience in FMCG sales, including a minimum of 3 years in a Sales Lead or equivalent senior sales management role.
• Proven track record in high-velocity FMCG environments in Kenya, with hands-on experience in both General Trade and Modern Trade.
• Valid driving licence and availability to travel outside Nairobi, including upcountry, about 40% of working time.

Required skills

• Team leadership: managing and developing sales teams and implementing sales strategy.
• Advanced Microsoft Suite and Google Suite skills, including interpreting sales dashboards.
• Integrity in cash, stock and team management.